Nottingham University Business School
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Dr James Goulding

Assistant Professor in Business Analytics

Division: Marketing
Centre/Institute: N/LAB
Tel: +44 (0) 115 8467768
Location: B34c (North Building, Jubilee Campus)

James is highly research active, with over 50 international publications, a proven grant capture record (being PI/CO-I on grants totalling >6.2 million via funding bodies such as Gates Foundation, ESRC, EPSRC, DfID and Innovate UK), an ACM Engelbart prize for work on data theory and a Centre for DE prize for data visualisation. His core research interests lie in the use of mass transactional datasets and machine learning for social good.

This work is facilitated through data sharing relationships with large multi-national business partners from across the globe. James' technical work focuses on development of new statistical/computational techniques for analysis of large-scale human behavioural data, with a particular focus on event series in consumer retail data. His applied work focuses on how big data can impact on international development (and in particular address UN Sustainable Development Challenges).

This has led to extensive experience in managing large and impact focused international projects, including: new forms of mass consumer analytics; novel geo-demographic segmentation; movement and mobility prediction; analysis of disaster resilience; syndromic surveillance. James currently also sits on the University of Nottingham's GCRF committee. In order to establish N/LAB as a permanent centre, James brokered data-sharing agreements with a wide array of businesses, including: Walgreen Boots Alliance, Marks & Spencer, 7-eleven (China), TiGo (Tanzania), Ipsos Mori, Experian and the NHS. This has resulted in production of a research dataset covering the behaviour of around 100 million people across the world, and a growing body of multi-institutional projects.

Finally, James also has extensive lecturing experience (successfully convening 9 different UoN modules), has supervised 12 PhDs (7 to completion as of writing) plus over 35 Masters Dissertation projects. He runs regular Data Science workshops at the NHS and RCUK Transport Catapults.

I am module convenor of the following modules:


Analytics Specializations and Applications (N14B79)
Foundational Business Analytics (N14B77)

Details of all modules can be found on MyNottingham

Current Research Activities
Consumer Analytics, Machine Learning, Time Series Prediction, International Development, Consumer Psychology, Econometrics.

Publications from 2005 to the present day

Journal Articles

Harvey, J., Smith, A., Goulding, J., Branco-Illodo, I. (2019), "Food Sharing, Redistribution, and Waste Reduction via Mobile Applications: A Social Network Analysis", Industrial Marketing Management, forthcoming 2019.

Brindley, P., Goulding, J., Wilson, M.,, (2017), "Generating Vague Neighbourhoods through Data Mining of Passive Web data", International Journal of Geographical Information Science: IJGIS, Vol.32 (3), pp. 498-523.

Dzogang, F.; Goulding, J.; Lightman, S.; Christianini N;, (2017), "Seasonal Variation in Collective Mood via Twitter Content and Medical Purchases", Lecture Notes in Computer Science (LNCS), Vol.10584, pp. 63-74.

Liu, H., Goulding, J., Brailsford, T. (2015), "Towards Computation of Novel Ideas from Corpora of Scientific Text", Lecture Notes in Computer Science (LNCS), Vol.9285, pp. 541-556.

Meek, S., Priestnall, G., Sharples, M., Goulding, J. (2012), "Remote Mobile Capture of Points of Interest Using Line of Sight Modelling", Computers & Geosciences, Vol.50.

Chapters in Books

Ashman, H., Brailsford, T., Burnett, G.E., Goulding, J., Moore, A., Stewart, C., Truran, M.,, (2012), "HCI and the Web In A. Sears & J.A. Jacko (Eds.)", in The Human-Computer Interaction Handbook: Fundamentals, Evolving Technologies and Emerging Applications, (3rd Edition).

D. McAuley, H. Rahemtulla, J. Goulding, C. Souch,, (2011), "The Open Data Revolution and Data Literacy in Higher Education", in Blue Skies: New thinking about the future of, Pearson.


Gregor Engelmann, Gavin Smith, James Goulding, 2018, "The Unbanked and Poverty:Predicting area-level socio-economic vulnerability from M-Money transactions", in IEEE International Conference on Big Data, IEEE.

Avram, G., Goulding, J., Cluley, R. 2017, "Outdoor Advertising and Daily Journeys to School", in World Social Media Conference, 2017, Washington DC..

Avram, G; Goulding, J; Smith A. 2017, "Creatures of habit and Creatures of Context: Mining Customer Similarity Based on Recurring Shopping Behaviours via Non-Negative Matrix Factorisation", in American Marketing Association Winter Conference. Orlando, FL. USA.

Darler, W; Goulding J; Smith, A. 2017, "A Framework to Segment Life Events Using Customer Transaction Data", in American Marketing Association Winter Conference, Orlando, FL, USA.

Darler, W; Goulding, J; Smith, A; Roberts, D, 2017, "A Framework to Segment Life Events Using Customer Transaction Data", in Winter AMA Conference, Orlando, Florida.

Dzogang, F., Goulding, J., Lightman, S., Cristianini, N. 2017, "Seasonal Variation in Collective Mood via Twitter Content and Medical Purchases\",", in IDA 2017 : The Sixteenth International Symposium on Intelligent Data Analysis.

Engelmann, G., Goulding, J., and Golightly, D. 2017, "Estimating activity-based land-use through unsupervised learning from mobile phone event series in emerging economies", in GISRUK.

G. Engelmann, J. Goulding, G. Smith, D. Golightly, 2017, "Social Good: Estimating population behaviour to describe activity-based land-use in emerging economies using mobile phone event series", in NetMob Conference.

Mark Iliffe, M., Goulding, J., and Winsemius, H. 2017, "Towards a Conceptual Framework for Participatory Mapping in Developing Countries", in GISRUK.

Priestnall, G., Goulding, J., Smith, A., and Arss, N. 2017, "Exploring the Capabilities of Projection Augmented Relief Models (PARM)", in GISRUK.

Reiter, A., Hou, X., Kefalidou, G., Goulding, J. 2017, "Novice and Experts Strategies for Understanding Complex Big Data", in Contemporary Ergonomics and Human Factors 2017.

Torres Torres, M., Goulding, J., Valstar, M., and Perrat, B. 2017, "Automatic Pixel-Level Land-use Prediction Using Deep Convolutional Neural Networks", in GISRUK.

Torres Torres, M.; Perrat, B.; Iliffe, M.; Goulding, J.; Valstar, M. 2017, "Automatic Pixel-Level Land-use Prediction Using Deep Convolutional Neural Networks", in GISRUK 2017.

Alanazi, S., McAuley, D., Goulding, J. 2016, "Cross-domain Recommendation via linguistic modelling of social media data", in ACM SIGWEB Conference on Hypertext 2016, ACM.

Goulding, J.; Preston.S,; Smith, G. 2016, "Event Series Prediction via Non-homogeneous Poisson Process Modelling", in IEEE International Conference on Data Mining.

Iliffe, M.; Smith, A.; Roadknight, C.; Goulding, J.; Smith, G. 2016, "Mobile Money - Towards Understanding Spending Patterns in Emerging Economies", in American Marketing Association Winter Conference.

Liu, H., Goulding, J., Brailsford, T. 2016, "Towards Computation of Novel Ideas from Corpora of Scientific Text", in European Conference on Machine Learning (ECML/PKDD), Springer Link, pp 541-556.

Smith, G.; Goulding, J.; Smith, A. 2016, "Beyond Customer Segmentation - Temporal Topic Modelling for Big Retail Data", in American Marketing Association Winter Conference.

Barrack, D.; Goulding, J.; Hopcraft, K.; Preston, S.; Smith, G. 2015, "AMP: a new time-frequency feature extraction method for intermittent time-series data", in SIGKDD Workshop on Mining and Learning from Time Series.

Goulding, J., Tang P-S, Shaw, D.,, 2015, "Potential impact of air pollution coverage in the media on respiratory disease admissions", in British Thoracic Society Winter Conference.

Holmes, P., Goulding, J., Sharples, S.,, 2015, "Grouping Contacts for Information Tasks,", in British Human Computer Interaction (BHCI).

Smith, G.; Goulding, J. 2015, "A novel symbolization technique for time-series outlier detection", in IEEE International Conference on Big Data.

Barrack, D., Goulding, J., Hopcraft, K., Preston, S., Smith., G.,, 2014, "A basis projection method for the clustering of intermittent time-series,", in International Congress of Mathematicians.

Brindley, P., Goulding, J., Wilson, M.,, 2014, "Mapping Urban Neighbourhoods from Internet Derived Data", in ACM SIGSPATIAL, ACM.

J. Goulding, A. Smith, 2014, "Using Commercial Big Data to inform social policy", in 39th Annual Macromarketing Conference.

Smith, G.; Wieser, R.; Goulding, J.; Barrack, D. 2014, "A Refined Limit on the Predictability of Human Mobility", in IEEE International Conference on Pervasive Computing and Communications.

Dimond, M.; Smith, G.; Goulding,J. 2013, "Improving Route Prediction through User Journey Detection", in ACM SIGSPATIAL International Conference on Advances in Geographic Information Systems.

Smith, G; Goulding, J.; Barrack, D. 2013, "Towards optimal symbolization for time series comparisons", in IEEE International Conference on Data Mining Workshops (ICDMW).

Dimond, M., Smith, G., Goulding, J. 2012, "Evaluating extraction functions for detection of users' journeys,", in LBS 2012, 9th Symposium on Location Based Services.

Dimond, M.; Smith, G.; Goulding, J.; Jackson, M.; Meng, X. 2012, "Comparing predefined and learned trajectory partitioning with applications to pedestrian route prediction", in GIS Research UK Conference.

Fischer, J. E., Flintham, M., Price, D., Goulding, J., Pantidi, N., Rodden, T.,, 2012, "Serious Mixed Reality Games", in ACM Conference on Computer Supported Cooperative Work (CSCW).

Goulding, J.; Smith, G.; Barrack, D. 2012, "Neo-demographics and Distributions in the Digital Shadow", in Third Annual Digital Economy All Hands Conference.

Meek, S., Goulding, J., Priestnall, G. 2012, "The Influence of Digital Surface Model choice on visibility-based Mobile Geospatial Applications", in GISRUK.

Preston, W., Goulding, J., Jackson, M., Burnett, G.,, 2012, "Dynamic Waypoint Placement for Pedestrian Navigation in Augmented Reality Based On Visibility & Heuristics", in LBS 2012, 9th Symposium on Location Based Services.

Priestnall, G., Gardiner, J., Durrant, J., Goulding, J.,, 2012, "Projection Augmented Relief Models (PARM): Tangible Displays for Geographic Information", in Electronic Visualisation and the Arts 2012.

Swan, J., Drake, J., Ozcan, E., Goulding, J., Woodward, J.,, 2012, "omparison of Acceptance Criteria for the Daily Car-Pooling Problem", in ISCIS, International Symposium on Computer and Information Science.

, A. Sandham, T. Ormerod, C. Dando, R. Bull, M. Jackson, J. O. Goulding,, 2011, "Scent trails: countering terrorism through informed surveillance", in 14th International Conference on Human-Computer Interaction.

D. McAuley, R. Mortier, J.Goulding,, 2011, "The Dataware Manifesto", in The 3rd International Conference on Communication Systems and networks (COMSNETS),.

Smith, G.; Goulding, J. 2011, "Pedestrian Route Prediction from GPS Logs using Augmented Cover Trees", in ECML-PKDD: International Workshop on Finding Patterns of Human Behaviors in Networks and Mobility Data.

J. Goulding, T. Brailsford, H. Ashman, 2010, "yperorders and Transclusion: Understanding Dimensional Hypertext, ,", in Proceedings of the 21st ACM conference on Hypertext and hypermedia, ACM.



Nottingham University Business School

Jubilee Campus

telephone: +44 (0) 115 846 6602
fax: +44 (0) 115 846 6667